Skip to content

February 23, 2011

How I Sold More Signs to a New Business

Love Channel Letter Sign With Moss in it

What is the best advertising media for a new retail business?

With the economy (hopefully) improving in 2011, more new retail businesses will be started. One of the items on top of any new business owner’s list is generating initial location and business type awareness. Which marketing media should they use? Direct mail, television, print, the internet or signage? Or all of the above?

Depends on who you ask. But this is where statistically significant research data can help your sales presentation. Check out this new customer survey data.

One sign company summarized a series of new customer surveys done in 1997. The survey was restricted to people who had just purchased at a business for the first time, and it was done only at businesses that had installed a new sign 30 to 45 days before*. The survey question was “how did you learn about us?”

This list sums up the responses:

Their Sign 50%
Word of Mouth 33%
Newspaper 9%
Yellow Pages 6%
TV 1%
Radio 1%

These survey results are a testament to the awareness and traffic generating capacity of quality location signage. What better way for a new retail business to get a fast start?

Here is another key fact to remember: Around 16% of an average US Metro population relocates every year. This new resident population needs to be made aware of nearby businesses. Signage is an efficient and effective media for generating this awareness.

Plus, even current customers need to be reminded of a business’ existence. A business owner cannot assume that people will keep a business “top of mind” simply because they have visited a location once. The average American is overmarketed to the point that they simply “tune out” much of the advertising they see on a daily basis. This is where quality signage can help – it provides an “existence and product reminder” each time someone drives by.

The point is this: if your prospect is starting a new retail business, signage is where the bulk of their marketing budget should go. This is particularly true if the business product or service is usually an impulse purchase. Such as:

  • Fast food
  • Service/Gas stations
  • Value hotels/motels
  • Convenience food markets
  • Car washes

So you have an even stronger signage argument if the new business sells an impulse product or service. However, the argument is still valid for other business types as well. Any viable business that depends on foot traffic must have a continuous awareness generator. Signage performs that role admirably.

*Charles R. Taylor, Thomas A. Claus and Susan L. Claus, “On Premise Signs as Storefront Marketing Devices and Systems”, page 4.6.

Skip to content